An important aspect of Search Engine Optimization is making it easy for both users and search engines to reach you. When people search for your products and services, you obviously want to appear as high in the search engine rankings as possible.
What Search Engines Are Looking For
Search engines look for websites and content that is the most relevant to what the user is looking for. Following are the points considered:
- User Experience
What Search Engines Are NOT Looking For
Search engines only have a certain amount of data storage. Items the search engines do not want are:
- Keyword Stuffing.
- Purchased Links
- Poor User Experience
Verify Your Business
One easy way to find out if your business is listed anyplace online is to search for your brand name. Include the city or locale you are supposed to be listed in. If you are not listed, take action. Google pulls the data from some of the larger business aggregators and attempts to match it up correctly. However, that data could be wrong. If that’s the case, it would be important for the owner to take corrective measures. Hence, it’s important to verify your business information in local search results.
When registering, assign your business to the listed categories that best describe it. You can add up to five categories. Once you start typing, Google Places will display related categories. Add as much information as possible.
Select Common-Sense Keywords
What it comes down to is this: Who is going to look for your products or services and what keywords are they going to type into the search engine? Do not over-think it. If you run a bakery, your keywords will be obvious search words, like cakes, cookies, desserts, baked goods, sweets and so on. If your business has a geographic base, your keywords also will include your area.
Use Keywords as Tags
Enter any word and phrases related to your topic, separating each word or phrase with a comma. Get creative, thinking about all the angles that might draw someone to your business. Using your keywords as tags will boost your online visibility. When done correctly, tags can be an extremely effective in improving the user experience.
Determine Your Primary and Secondary Keywords
Choose keywords for which your website has a shot at becoming one of the top results for that search. To maximize the traffic that comes to your blog via search engines, focus on optimizating each of your blog posts for just one or two keyword phrases. Too many keyword phrases dilutes the content of your post for readers and can look like spam to both readers and search engines.
Hyperlink Keywords in Your Website Content
Search engine optimzation experts believe that search engines like Google place more weight on linked text than unlinked text when ranking search engine results. Therefore, it’s a good idea to include your keywords in or next to the links within your blog posts when it’s relevant to do so.
Optimize for Multi-Channels
Keyword strategy is not only important to implement on-site, but should extend to other off-site platforms. Hence, you should also be thinking about multi-channel optimization. These multi-channel platforms include:
- Offline, such as radio and TV ads
Being consistent with keyword phrases within these platforms will not only help your branding efforts, but also train users to use specific phrases you’re optimizing for.
Optimizing for Different Types of Results
In addition to optimizing for the desktop experience, make sure to focus on mobile and tablet optimization as well as other media. Create rich media content like video, as it is easier to get a video to rank on the first page than it is to get a plain text page to rank. Optimize your non-text content so search engines can see it.
Focus on Your Meta Data Too
Your content on your site should have title tags and meta descriptions. Meta keywords are pretty much ignored by search engines nowadays, but if you still use them, make sure it talks specifically to that page and that it is also formatted correctly. Your meta description should be unique and also speak to that specific page. Duplicate meta descriptions from page to page will not get you anywhere.
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